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Exhibitor Edit: Billy Fry, Sales Manager, CRU Kafe
The team met with Billy Fry, Sales Manager, CRU Kafe, one of our IHS25 exhibitors at the lovely Chateau Denmark who are a valued client of theirs. We found out more about what our visitor's can expect from their Stand at the Show, learnt about their sustainability impact on the industry, and more.
Tell us briefly what your business does.
CRU Kafe is a double certified organic coffee company specialising in elevating the in-room guest experience through servicing luxury hotels with an award winning premium coffee option.
Describe CRU Cafe in three words
Ethical, premium and organic.
What are three facts about your business that make you stand out from competitors?
- We have recently just recertified our B-Corp score and received one of the highest coffee brand scores across Europe, which we are really proud of.
- We solely source organic beans and pride ourselves on going after rare, organic and double certified beans.
- We are a UK owned and operated company.
Why is your product a good fit for independent and boutique hotels?
We find that a lot of the independent and smaller hotels enjoy working with us as we are also a small company consistently providing a personal touch. We offer attention to detail, an attribute that the hotels we work with also pride themselves on. Your whole journey with us will be dealing with the same individuals directly and we are able to tailor the approach depending on each hotel. CRU Kafe isn’t a one size fits all, we are open to working alongside hotels to fit their needs.
What can our hoteliers expect to see and experience on your stand at the show?
We are going bigger and better than we have done previously. Being a London based company, we will be bringing more of our team along, more samples and showcasing our full range including coffee bags, capsules, beans and machines. Come along and try some coffee or take some back to your hotel for a tasting!
Are there any exciting trends that you are seeing in the hotel sector this year?
It is getting more and more competitive with hotels consistently looking to elevate their guest experience. From walking into the hotel, to the in-room experience, which is where we have been tailoring our approach a bit more. Working with the hotels to boost their in-room experience with better coffee.
Can you share with us a success story or highlight where your product made a real difference to a hotel’s operations or guest experience?
We worked with a couple of hotels last year that are a part of a larger group. They approached us, saying they wanted to introduce a coffee product that aligned better with their 
sustainability values. We worked closely with them to better understand their needs and managed to produce a bespoke, biodegradable packaging option which they have now rolled out across the whole group in US, Europe and UK locations.
How is Cru Kafe helping independent hoteliers reduce their environmental footprint without compromising guest experience?
The ethical and sustainability side has always been big for us. Since day one we have been double certified (fair trade and organic) and it is not something we negotiate on. We were one of the first independent companies that helped launch PodBack, which is a UK recycling scheme for capsules that recycles both the coffee grind and aluminium casing.
What are you looking forward to most at Independent Hotel Show?
London is exciting for us as we already have quite a few UK partners, so it isn’t just going to be about new business but will give us an opportunity to connect and catch up with a lot of those sites. Being able to reach out to people and put a face to the name for our brand will be great.
Visit CRU Kafe on Stand 2190 at Independent Hotel Show London on 6-7 October. Register for your ticket here.
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